基于“钻石理论-AHP”法的景德镇陶瓷产业集群优化研究

发布时间：2018-07-07 09:06

本文选题：景德镇 + 陶瓷产业集群　；参考：《海南大学》2013年硕士论文

【摘要】：景德镇有着2700多年的制瓷历史,是驰名海内外的瓷都。其生产的陶瓷早在明朝时期就远销海外,为我国创造巨大贸易收入的同时也扩大了我国的声誉。然而改革开放以来,景德镇地区的陶瓷企业没有很好的抓住这一历史机遇,未能有效的改变经营思路,及时的引进国外先进的生产工艺、设备,导致了景德镇陶瓷产业集群逐步被其他地区的陶瓷产业集群追赶上,并有远远抛在身后之势。为此,本文有针对性的对景德镇陶瓷产业集群进行了研究,力求寻找景德镇陶瓷产业集群的优化方案,实现赶超战略。波特钻石理论模型指出某一产业集群的竞争力主要取决于四个方面,分别是生产要素条件、需求条件、相关及支持产业条件、竞争环境条件等,另外还受到机遇和政府支持条件的影响。本文以波特钻石模型为理论基础,利用相关统计数据以及大量实地访谈中得到的信息,分别对影响景德镇陶瓷产业集群竞争力的上述因素的现状进行客观描述,分析现状下产业集群内存在的问题,得出竞争力低,亟待优化的结论。同时,采取问卷调查的形式,选取10位分别来自企业、政府、工艺美术等领域的专家,组成专家小组。运用德尔菲法,就影响景德镇陶瓷产业集群竞争力的各因素的相对重要性问题进行三轮调查访谈,最终得出一致性结果。在此基础上,运用AHP法,计算影响景德镇陶瓷产业集群竞争力中各因素的权重,按各因素的权重顺序分成三个层次进行排序。第一层次(权重：0.10—0.35)：人力资源要素、资本要素、国内需求。第二层次(权重：0.05—0.10)：自然资源要素、国内竞争环境。第三层次(权重：0.00—0.05)：基础建设要素、相关及支持行业、国际竞争环境、国际需求。最后,综合专家的意见建议,就占权重较大的几个因素和产业集群中主要存在的问题进行优化,得出以下几点结论： (1)人力资源要素优化方面,首先提出了景德镇陶瓷产业集群未来人才应具备的素质,包括：了解陶瓷制作工艺与陶瓷鉴赏的一般性知识,对陶瓷文化、民族传统文化以及海外各国文化有一定的了解,具备企业经营管理知识与产业整合能力,具备品牌营销能力,精通信息化、互联网科技等。在此基础上提出了,以企业对人才的需求为导向,改进高校人才培养模式和加强企业内部培训的优化方案。(2)资本要素优化从两个方面着手,一方面优化中小陶瓷企业内部财务管理,完善治理结构,为之后融资的顺利执行打好基础；另一方面,政府牵头建立中小企业贷款担保机构,促进银行创新中小企业融资模式,完善中小企业融资相关的法律法规,激活民间融资市场。(3)营销方面的优化分为两个部分,一是对品牌营销的优化,一是对营销渠道的优化。品牌营销强调了企业在实行品牌战略时培养内部营销人员的品牌意识,建立符合品牌形象的企业文化；充分挖掘景德镇陶瓷文化的内涵,融入到企业品牌中；全面提升售前售后服务,在终端给顾客营造良好的企业品牌形象。营销渠道方面的优化强调了拓展高端展示营销渠道,要求陶瓷企业积极参与各大交易会,开辟直营终端,充分利用信息技术,开拓电子商务渠道,做好海外市场调研,开辟欧美陶瓷市场。由于数据、资料的难获取,调研时所采集的样本有限,以及专家给出影响景德镇陶瓷产业集群重要性赋值时可能带有一定的个人主观性,导致对景德镇陶瓷产业集群研究分析的深度可能不足,有进一步研究的空间。另外,本文只针对占权重比较大的影响因素和存在的主要问题进行了优化策略,略显局限,在其他方面亦可以提出相应的优化策略。
[Abstract]:Jingdezhen has a history of porcelain making for more than 2700 years. It is a famous porcelain capital both at home and abroad. The porcelain produced in the Ming Dynasty has been sold abroad in the Ming Dynasty. It has created huge trade income for our country and expanded the reputation of our country. However, since the reform and opening up, the ceramic enterprises in Jingdezhen have not been able to seize this historical opportunity and have not been effective. The change of management ideas, the timely introduction of foreign advanced production technology, equipment, led to the Jingdezhen ceramic industrial cluster is gradually catching up with the ceramic industry clusters in other areas, and is far behind the potential. Therefore, this paper aims to study the Jingdezhen ceramic industry cluster, and strive to find the Jingdezhen ceramic industry. The optimization scheme of the cluster is used to achieve the catch up strategy.
The Potter diamond theoretical model points out that the competitiveness of a certain industrial cluster depends mainly on four aspects, namely, the conditions of production factors, demand conditions, related and supporting industrial conditions, competitive environment conditions, and the influence of opportunities and government support conditions. This paper takes the Potter diamond model as the theoretical basis and uses the relevant statistical data. As well as the information obtained in a large number of field interviews, the present situation of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster is described objectively, and the existing problems in the industrial cluster are analyzed, and the conclusion that the competitiveness is low and needs to be optimized urgently.
At the same time, in the form of questionnaire survey, 10 experts from enterprises, government, arts and crafts and other fields were selected to form an expert group. By the Delphi method, the relative importance of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster was investigated and interviewed, and the results of consistency were finally obtained. On this basis, the AH was used. P method is used to calculate the weight of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster. According to the weight sequence of various factors, the ranking is divided into three levels. The first level (weight: 0.10 to 0.35): human resource elements, capital elements, domestic demand. Second levels (weight: 0.05 to 0.10): natural resource elements, domestic competitive environment. Third layers Times (weight: 0 - 0.05): infrastructure elements, related and supporting industries, international competition environment, international demand.
Finally, the experts' opinions and suggestions are put forward to optimize the factors that weigh a lot and the main problems existing in the industrial cluster.
(1) to optimize the factors of human resources, first of all, we put forward the qualities that the Jingdezhen ceramic industry cluster should have in the future, including: understanding the general knowledge of ceramic production technology and ceramic appreciation, understanding the ceramic culture, the national traditional culture and the overseas culture, and having the enterprise management knowledge and the industry integration ability. It has the ability of brand marketing, knowledge of information, Internet technology and so on. Based on this, it is put forward on this basis, to improve the training mode of talents and the optimization plan of internal training in enterprises. (2) the optimization of capital factors from two aspects, on the one hand, optimize the internal financial management of small and medium-sized ceramic enterprises, Good governance structure, for the smooth implementation of financing for the smooth implementation of the foundation; on the other hand, the government led the establishment of small and medium-sized enterprise loan guarantee institutions, promote the bank innovation of SMEs financing model, improve SMEs financing related laws and regulations, activate the private financing market. (3) the marketing optimization is divided into two parts, one is the brand camp. The optimization of marketing channel is to optimize the marketing channel. Brand marketing emphasizes the brand awareness of the internal marketing personnel in the implementation of the brand strategy and the establishment of the enterprise culture that conforms to the brand image; fully excavate the connotation of Jingdezhen ceramic culture and integrate into the enterprise brand; improve the service of pre sale and after sale in an all-round way and give the customer camp at the terminal. The optimization of marketing channels emphasizes the expansion of high-end display marketing channels, requires ceramic enterprises to actively participate in the major trade fairs, open up direct terminals, make full use of information technology, open up electronic business channels, do a good job in overseas market research and open the European and American ceramic market.
Because of the data, the difficult to obtain the data, the limited samples collected during the investigation, and the experts may have some personal subjectivity when the importance of the Jingdezhen ceramic industry cluster is given, which may lead to the depth of the research and analysis of the Jingdezhen ceramic industry cluster and the further research space. In addition, this article only aims at the right to occupy the power. The optimization strategy is limited, and the corresponding optimization strategies can be put forward in other aspects.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.721

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